Kwiat Ad Campaign Emphasizes the Mystique of Diamonds

(IDEX Online News) – In its latest ad campaign, set to launch in the inaugural issue of Du Jour Magazine in October, New York‐based diamond jewelry house Kwiat is using mixed media to emphasize the mystique of diamonds.

The campaign features a mixture of art media, including fine jewelry photography, light photography, illustration and one‐of‐a‐kind watercolor paintings to create silhouettes wearing Kwiat jewelry.

“We wanted to move farther away from traditional jewelry advertising and to celebrate each piece of jewelry as a wearable piece of art,” said Greg Kwiat, a fourth‐generation member of the 105‐year‐old company.

“By avoiding the typical ‘lifestyle’ imagery that is seemingly everywhere, we allow the viewer to take away a more personal interpretation and connect the jewelry with their own unique sense of style. This fresh look allows the jewelry to create a story of its own.”

The company said it is “making strategic moves to distinguish itself from competitors by using innovative ways to emphasize brand strength through the eyes of the consumer.”  

The campaign, which was created by artist Holly Houk and photographer Josh Haskin, will run in select top‐tier luxury and fashion publications beginning in October.